The nexus between green influencers and green customer citizenship behavior: do environmental self-identity and dynamic norms matter?

Aljarah A., Ibrahim B., Hazzam J., Soomro S. A.

British Food Journal, 2025 (SCI-Expanded) identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1108/bfj-03-2025-0254
  • Dergi Adı: British Food Journal
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus, ABI/INFORM, Aerospace Database, Agricultural & Environmental Science Database, CAB Abstracts, Communication Abstracts, Food Science & Technology Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus, INSPEC, Metadex, Veterinary Science Database, Civil Engineering Abstracts
  • Anahtar Kelimeler: Coffee shop, Dynamic norms, Environmental self-identity, Green CCB, Green influencer
  • İstanbul Ticaret Üniversitesi Adresli: Evet

Özet

Purpose Green customer citizenship behavior (CCB) is a relatively new concept, with limited research on its antecedents. This study used an integrated theoretical framework to examine how green influencer influencers influence green CCB through environmental self-identity. Design/methodology/approach The study combines social identity theory with social norms theory to propose a research framework. A within-subject experiment was conducted with 257 coffee shop customers in the United States. Findings The results indicate that green influencers are stronger predictors of green CCB than non-green influencers, with this relationship mediated by environmental self-identity. Additionally, dynamic norms do not moderate the direct relationship between green influencers and green CCB. However, it moderates this relation indirectly through environmental self-identity. Originality/value This study, for the first time, examines the differential impact of green versus non-green influencers on green CCB. It also explores the mechanism by which, and the conditions under which, these two types of influencers most effectively impact green CCB through the mediating role of environmental self-identity and the moderating role of dynamic norms.